Ah, Ugg boots (or Uggs, if you prefer). People have hated them. But while the much-maligned shoe has had a lot of haters, it has also had a lot of fans. There was a period, between 2001 and 2008, when Uggs were so huge. They were in episodes of Sex in the City, Oprah wore them, and then after Oprah wore them, she bought 350 pairs to give away to her staff. While this was happening, Leonardo DiCaprio was seen wearing them, as well as Kate Hudson, Cameron Diaz and Jennifer Lopez. They were a hit, whether it was because of a “style” or because they were just that comfortable and warm. The point is: everyone from prep school girls to mall rats to Hollywood elite had a pair.
But in 2012, it was reported that Ugg was suffering, and the boots were officially ‘over.’ Sales dropped by 30 per cent, and the boot had lost its appeal. But the company didn’t shutter its windows. The brand would go on to include new styles outside of the Classic Short, and they stayed pretty clear of shutting down permanently.
And now it’s 2015, and where are the Ugg boots now? Well, sales have increased by 12.6 per cent over the year, and projections expect earnings to reach $1.49 billion. That’s a lot of zeroes, considering the average pair costs $195. Lot of zeroes, lot of boots.
But why now? Is there a reason? Well, there’s reason to suspect that Kylie and Kendall Jenner have helped give the brand a boost.
Their following is huge, and, well, if Kylie Jenner’s Lip Kit can sell out in under 30 seconds (and then be re-sold on eBay for hundreds and thousands), maybe having the sisters in your shop is a good thing for business. Or maybe people really just want to go back to the heyday between 2001 and 2008 for some reason? Whatever the reason, Ugg boots are back, and they’re about it be everywhere (again).